Michael A. Belch

Michael A. Belch



PhD in Consumer Behavior, University of Pittsburgh
MBA in Marketing, Drexel University
BS in Marketing. Penn state University

Research Interest

Integrated Marketing Communications

Consumer Behavior

Professor Michael Belch co-authored the best selling text, Advertising and Promotion: An Integrated Marketing Communications Perspective. He and his brother George, also an SDSU marketing professor, recognized the need for a textbook examining advertising and promotions from an integrated marketing communications approach. Now in its EIGTH  edition, the text has been translated into 7 Languages, and IS the leading Advertising and Promotions text in the world. Their book is required reading in business programs around the world, including some of this country’s leading universities, such as Harvard, Duke and Stanford.

Professor Belch has served as a consultant to many companies, including McDonalds, Whirlpool Corporation, Senco Products, San Diego Trust & Savings Bank, GTI Corporation, IVAC, May Companies, Phillips-Ramsey Advertising and Public Relations and Dailey & Associates. However, in recent years, he has done less consulting in favor of traveling around the world teaching integrated marketing communications seminars. He's taught and or conducted Seminars in Europe, South America and China on numerous occasions.

Named Outstanding Marketing Professor at SDSU seven times, Professor Belch earned a BS in marketing from Penn State and an MBA also in marketing from Drexel University. Advancing to earn his PhD from the University of Pittsburgh, he designed his own doctoral program, majoring in consumer behavior with a minor in social psychology. 

In addition to his teaching responsibilities at SDSU (for more than 30 years), Professor Belch is co-director of the Centre for Integrated Marketing Communications.